The Predictor of Costumer Loyalty of Online-Based Transportation Application

Abstract

Customer loyalty of Online transportation application based on information technology increased during the Covid-19 pandemic. Customers continue to use Online transportation application in carrying out daily mobility to avoid exposure to the Covid-19 virus. The research aims to prove the influence of brand trust, service quality, and religiosity on customer loyalty of Online transportation application based on information technology. This research uses a quantitative approach. The study sample amounted to 303 users of Online transportation application Sampling technique application service using accidental sampling. Instruments measuring customer loyalty using measuring instruments from Mcmullan and Gillmore [14], Brand Trust Scale (BTS) from Delgado-Bellester [3], Service quality (Servqual) developed parasuraman [17], and The Centrality of Religiousness Scale (CRS) developed by Huber and Huber [8]. Data analysis techniques use multiple regressions. The results of the analysis proved that the null hypothesis was rejected, meaning that there was a significant influence on brand trust, service quality, and religiosity on customer loyalty with a significance level of 0.000 (P<0.05) and R square showing 0.580 or 58 %. Based on regression coefficients show that brand reliability, responsiveness and public practices significantly affect customer loyalty of Gojek-based information technology-based application services.